With informality on the rise and female entrepreneurship gaining ground outside the traditional market, the search for digital, easily accessible business models is growing. In the beauty sector, this movement finds fertile ground on social media, which not only influences the purchasing journey but also directly connects brands with small retailers. The numbers reflect this: according to E-Commerce Brasil, online makeup sales grew 16% in the first quarter of 2025 in Latin America, while 75% of consumers already use platforms like Instagram and TikTok before making a purchase.
Empreender Make has stood out in this scenario by offering a complete solution for cosmetics retailers and resellers. Founded by Kelly Nogueira, the company launched its e-commerce site in October 2024 and, in just eight months, has already seen 400% revenue growth. The brand’s mission is clear: to democratize access to entrepreneurship in the beauty sector through an accessible, secure platform with specialized support.
“Our target audience is not the big chains, but rather the internet reseller, the neighborhood shopkeeper, the woman who sells on Instagram and needs a reliable, agile business with real support.,” says Kelly, founder of the brand and official distributor of the Espaço Make kiosk chain, present in shopping malls across several states.The digital environment is increasingly competitive. It’s not enough to have good products; you need to know how to sell them, what to show, and to whom. And it’s in this process that we support you from the very first contact.”.
With orders starting at R$150 and shipping nationwide, the platform offers a curated selection of over 20 established brands, such as Ruby Rose, Max Love, Vizzela, Mia Make, Safira, and Mahav.
In practice, Empreender Make acts as a bridge between industry and the cutting edge: it offers kits and boxes with fractional units, high-turnover products, and strategic curation designed for beginners. All with support via WhatsApp, where a specialized team assists customers with order assembly, inventory management, and even social media positioning.
According to Kelly, the brand’s significant growth is a direct result of pent-up demand for more accessible and transparent business models.Our difference lies in listening to our resellers. Many come to us after bad experiences with generic kits that don’t sell well and only generate losses. We deliver what we sell and teach them how to sell. It’s a partnership, not a stock push.”.
This scenario, driven by the rise of e-commerce and social media in purchasing behavior, strengthens Empreender Make’s model as an innovative, reliable, and profitable alternative for those looking to start a business in the beauty industry. Its performance reinforces the role of niche platforms as facilitators of digital entrepreneurship in Brazil, especially among small resellers and independent retailers.
